SMS ad campaign costs drinks company and Mobile carrier more than just embarrassment

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COCA-COLA says it never intended to spam mobile phone users and will take steps to ensure it doesn't happen again.

The Australian Communications and Media Authority (ACMA) has accepted enforceable undertakings from three companies - Vodafone, New Dialogue and Big Mobile - involved in the SMS promotional campaign.

Each will pay a financial penalty as part of the undertakings, while Coca-Cola was only issued with a formal warning.

In October last year, 100,000 unsolicited SMS messages promoting certain Coca-Cola products were sent to mobile phones on two occasions.

"Take a hint from your PC and reboot," the message read. "You'll work faster. Reclaim your lunch hour with a friend. Escape with a Coca-Cola lunch break."

The messages contained no information about how a recipient could elect to stop receiving the messages or how a recipient could contact Coca-Cola South Pacific, as required by the Spam Act.

Filed Under: Industry